Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models

Occam's Razor

than multi-channel attribution modeling. Here's the outline of our incredible multi-channel attribution modeling adventure: ~ Three Unique Attribution Challenges. ~ Multi-Channel Attribution Models. Multi-Channel Attribution Analysis. ~

Multi-Channel Attribution: Definitions, Models and a Reality Check

Occam's Razor

Multi-Channel Attribution is a red hot topic in our industry, and yet it is so poorly understood. Roll up your sleeves, put a smile on your face, grab a pinch of common sense, a heavy dose of reality and let's go… Three Types of Multi-Channel Attribution Problems.

Trending Sources

How to Choose Digital Marketing Channels for Long Term Growth


How you decide to invest in marketing channels can make or break your business. Okay, so it’s important to capitalize on effective channels that are conducive to growth at scale. An Overview of Common Digital Marketing Channels. Emerging Channels.

Changing the Social Channel

Duct Tape Marketing

I plan to challenge the thinking that social networks are really channels and, in fact, make a case for things like clarity, culture, content and method as the most important channels of a social business.

SEO Is An Integral Marketing Channel

Duct Tape Marketing

SEO Is An Integral Marketing Channel written by Guest Post read more at Duct Tape Marketing. Many B2B companies ignore SEO and Google because they think their customers buy at trade shows or via other old-school channels. Advertising Google Search Engines SEO Phil Singleton

7 Steps to Building a Successful Channel Partner Program


This post takes you step-by-step through the process of building lasting and profitable relationships with channel partners. Partners can be a source of valuable product feedback – connect them with product managers and engineers for feedback from the front lines.

The Fallacy of Channels: Startups Beware

Both Sides of the Table

Let me start by saying that most channel relationships don’t work. I’ve seen way too many startups spend all their energy getting channel deals done only to find out that they don’t produce ANY revenue. A Channel Love Story. Channel partners are no different.

How we changed the way the U.S. government commercializes science: Errol Arkilic — Part 1 of Episode 6 on Sirius XM Channel 111

Steve Blank

My guests on Bay Area Ventures on Wharton Business Radio on Sirius XM Channel 111 were: Errol Arkilic , former program director for the National Science Foundation Innovation Corps (NSF I-Corps), now founder of M34 Capital. That’s what scientists and engineers needed to embrace.

Hear how the Lean Startup began — and helped one company find success: Episode 2 on Sirius XM Channel 111: Eric Ries and Jon Sebastiani

Steve Blank

My guests on Bay Area Ventures on Wharton Business Radio on Sirius XM Channel 111 were: Eric Ries , entrepreneur and author of the New York Times bestseller, The Lean Startup.

Episode 3 on SiriusXM Channel 111: Kathryn Gould, Mar Hershenson, Sophie Lebrecht

Steve Blank

My guests this week on Bay Area Ventures on Wharton Business Radio on SiriusXM Channel 111 were: Kathryn Gould co-founder of Foundation Capital. All three of my guests started their careers as scientists or engineers and ended up starting companies or venture capital firms.

Human Engineering and Emotional Intelligence for Startups

VC Cafe

human engineering VC Cafe Photo credit: By imaginedhorizons (Flickr). ” Question: What is Human Engineering? make a copy of this Google doc template of the Business Model Canvas to re-jig who your users, collaborators, channels and business model(s).

GoldieBlox, Helping Girls Channel Their Inner Engineer

Inc Startups

Toy industry execs told Debbie Sterling that construction toys for girls don''t sell. But her GoldieBlox line of building kits proved them all wrong

Start Your Marketplace Engines

Genuine VC

Communities like those of uTest (software QA testers), as well as NextView portfolio companies GrabCAD (mechanical engineers) and thredUP (parents), which resulted in marketplaces had origins in this approach. And our portfolio company TurningArt immediately after starting fostered meaningful relationships with artists (by offering a new channel to gain exposure) to build their own supply of art.

Everything You Need To Know About Marketing Channels In 5 Minutes Or Less

Duct Tape Marketing

Everything You Need To Know About Marketing Channels In 5 Minutes Or Less written by Guest Post read more at Duct Tape Marketing. In this article, you’ll discover everything you need to know about marketing channels. First, let’s take a look at the most popular marketing channels.

How Search Engine Optimization Can Bring You More Clients


Are you communicating with your target market through Twitter, YouTube and other suitable online marketing channels? Most importantly, is your site optimized for search engines and is it attracting the type and number of visitors you’d like?

Smart Dashboard Modules: Insightful Dimensions And Best Metrics

Occam's Razor

My reply was that attribution modeling might not be present in a physical manner, but that it should be there below the surface to ensure our executives have a smarter understanding of a channel's true contribution. Channel Contribution: Assists AND Last-Click Impact.

Digital Marketing And Analytics: Two Ladders For Magnificent Success

Occam's Razor

During this stage you should also invest a lot in Search Engine Optimization. From step five on you were likely already delivering some multi-channel value for your company. It is a part of multi-channel analytics chapter. Multi-channel measurement and optimization.

How To Determine Which Online Channels are Delivering Sales Online and Off

Duct Tape Marketing

How To Determine Which Online Channels are Delivering Sales Online and Off written by Guest Post read more at Duct Tape Marketing. Advertising Analytics Google Mobile Search Engines Ashleigh Brown

Excellent Analytics Tip #24: Obsess About Real Business Profitability

Occam's Razor

Part of the reason is that even if you work for a multi-channel company you are likely in the "web," "interactive," "internet," or "digital" division. Digital advertising and marketing is a key part of ZQI's multi-channel acquisition portfolio.

Unlocking Your Company’s Growth Engine w/ Conversion Rate Optimization w/ Sean Ellis


I’m Sean Ellis & I’d like to tell you how Conversion Rate Optimization played a critical role as the growth engine for the companies I’ve worked with. Systematic Optimization of the Core User Experience is the CRO Growth Engine.

Startup Investor Makes a Deal: Engineers for Equity

But a new angel fund is hoping that they’ll do the same in exchange for engineering talent. ); // Welcome to Mashable! Sign in with Facebook or Twitter to get started!

Dear Avinash: Attribution Modeling, Org Culture, Deeper Analysis

Occam's Razor

Yehoshua I've covered this topic in detail in this blog post: Multi-Channel Attribution: Definitions, Models and a Reality Check. I explain three different models (Online to Store, Across Multiple Devices, Across Digital Channels) and for each I've highlighted: 1.

Best Metrics For Digital Marketing: Rock Your Own And Rent Strategies

Occam's Razor

Your primary owned channel is your website, mobile or desktop. It could also include your blog, your recommendation engines, your customer forums, and all kinds of other digital existences that you own outright. Your primary rented channels, at the moment, are your social existences.

Search: Not Provided: What Remains, Keyword Data Options, the Future

Occam's Razor

As an analyst, I was upset that this change would hurt my ability to analyze the effectiveness of my beloved search engine optimization (SEO) efforts – which are really all about finding the right users using optimal content strategies. Aggregated search engine level analysis.

Search Engine Optimization Requires Proactive Management

Blogtrepreneur | Entrepreneur Blog

When search engines were relatively new, and content marketing even less established than its current burgeoning status, people used to saturate writing with keywords. Now Google, Bing, and other search engine solutions require that the results be relevant to those conducting a given search.

Digital Attribution's Ladder of Awesomeness: Nine Critical Steps

Occam's Razor

The art and science of allocating optimal amounts of credit to each marketing channel, based on the activity it created, is called attribution analysis. Attribution analysis will help you understand how to value Social Network AND the Direct channel AND Organic Search.

Lessons Learned: Customer Development Engineering

Startup Lessons Learned

Lessons Learned by Eric Ries Sunday, September 7, 2008 Customer Development Engineering Yesterday, I had the opportunity to guest lecture again in Steve Blank s entrepreneurship class at the Berkeley-Columbia executive MBA program. In addition to presenting the IMVU case, we tried for the first time to do an overview of a software engineering methodology that integrates practices from agile software development with Steves method of Customer Development.

What Entrepreneurs Need to Know About Google+


First of all, Google is the queen mother of all search engines. Secondly, Google has some really outstanding products that are attached to its search engine. Chances are good you have at least a personal channel – billions of users jump on each month.


How To Build An SEO Strategy To Dominate Search Results


Publishing content on social media channels, blogging and through influencer marketing will make you appear more trustworthy and authorative in the eyes of your audience. Professionalisms digital marketing Mark Woodcock Online marketing search engine optimisation SEO

SEO 24

Creating a Strong Online Presence for Marketing Success

Duct Tape Marketing

Search engine optimization. Once you have a website, it’s vital that it can actually be found by search engines. After all, 89 percent of consumers use search engines to research a product, service or business before making a decision.

SEO 40

Excellent Analytics Tip #26: Every Critical Metric Should Have A BFF!

Occam's Razor

By channel] Conversions - Assisted Conversions. Essentially, how often did that channel help with a future conversion? Now you have excellent context for making smarter decisions about the full-value of each acquisition channel in your portfolio.

Crushing It With Competitive Intelligence Analysis: Best Metrics, Reports

Occam's Razor

The post outlines eight sources vendors use to collect data: Toolbars, panels, ISP data, search engines, self reported, scraped/indexed, hybrid, and external voc. Even if organic social exposure on top channels are approaching sub 5% of your followers!

Self-referential business models (aka. channel I N C E P T I O N)

The Startup Toolkit

This feels good, but there’s one crucial missing ingredient: channel. So we made mom the channel. Our business model has become self-referential — our customer channel depends on one of our other user groups which we haven’t yet figured out how to reach. We have a channel for the bosses, but not for the moms. If you’re going 3 layers deep into clever-channel inception , then chances are high that you’re deceiving yourself.

Omni-Channel Product


These are examples of omni-channel businesses whose products and services have a spectrum of customer touch points that span digital (apps, websites, notifications) and physical. Omni-channel products and services often provide value that is not digital. Here, a given Legacy PM is strongly associated with one or two product teams where they can closely collaborate with a Digital PM, designer, and engineers during discovery.

How To Be A Successful Entrepreneur by Reverse Engineering Success

Growthink Blog

And importantly, once you identify this vision, you need to reverse engineer it. To help you achieve this, follow my step by step plan below for identifying your long-term vision and reverse engineering it.

Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!

Occam's Razor

Multi-channel attribution was the flavor of the month for every month in 2012. Conversions > Multi-Channel Funnels > Assisted Conversions. If email assists, can we understand its order in the conversion process and which channel it most assists?

Six Visual Solutions To Complex Digital Marketing/Analytics Challenges

Occam's Razor

A secondary, under-appreciated, challenge is that search engines value freshness of content. It is also immensely beneficial for search engine optimization (great content, delivered fresh, every day!). These channels are awesome (also see visual #5 above).

Eight Silly Data Things Marketing People Believe That Get Them Fired.

Occam's Razor

When I search for "avinash" on Google I might rank #1 in the search results because I'm logged into my Google account, the engine has my search history, my computer IP address, it also has searches by others in my vicinity, local stories right now, and so many other signals.

7 Data Presentation Tips: Think, Focus, Simplify, Calibrate, Visualize++

Occam's Razor

PS: The data in the graph is cool, you can see my brief analysis on my LinkedIn Influencer Channel: Email Still Rocks! This allowed me to switch the x-axis to each media channel, they were the heroes here.

You Are What You Measure, So Choose Your KPIs (Incentives) Wisely!

Occam's Razor

Choose the right metric and they'll create the most glorious digital experience in the universe, the perfect acquisition campaign, the most amazing customer service channel. You feel proud because you started with just 5% of the traffic from search engines. Yes, data is important.